Lenovo might ditch its own branding for Moto on smartphones

If rumors are true, you should not expect any Lenovo branded smartphones in the future. Instead, you will see plenty of handsets with Moto smartphones. According to reports, all upcoming Lenovo smartphones will be released under Moto brand.

Meanwhile, Lenovo is planning significant leadership changes of its smartphone business in China. Even though there is no official confirmation, the company is moving Gina Qiao, former SVP of human resources, to the role of co-president and SVP of Lenovo’s smartphone business, Mobile Business Group (MBG). This position was occupied by Xudong Chen.

In a statement released to press, Lenovo chairman and CEO Yang Yuanqing disclosed that Qiao has immense experience of marketing in China. Qiao also worked as chief strategy officer for the company and has acquired all the required skill set to manage the mobile business.

Moto brand posted 12% decline in profit

Lenovo has not yet made proper use of the Moto brand. In the recently released Q2 report, Lenovo revealed that the company has earned $2 billion by selling Moto and Lenovo-branded phones. This is a decline of 12 percent from the previous years. Lenovo CEO also confirmed the fact that the overseas smartphone business is better than China.

We don’t have any further information about the shift to Moto branding. It remains to be seen as to whether Lenovo will drop its latest offering such as Phab, Vibe, and Zuk series of smartphone from 2017 onwards.

Back in 2014, Lenovo acquired Motorola from Google. However, the company is unable to find a sizable profit from its range of products. The company is fighting hard to compete with Xiaomi and LeEco. In a recently released statement, Lenovo added that the integration efforts did not meet expectations.

The company increased the shipments of smartphones in both India and Asia Pacific regions by 15 percent each year. If you look at Moto shipments, there has been an increase in 40 percent from the previous quarter. This is due to the successful launch of Moto G, Moto Z, and Moto Mods.